Sauza Tequila has redesigned its packaging, emphasizing "the bird" in a move to present a more contemporary look.The gallo, or rooster, image that has long been part of the bottle as raised glass, is emphasized in the new design.
The creature has been part of the Sauza family crest since 1873 when company founder Don Cenobio Sauza chose it to, according to the company, represent courage, passion and perseverance.
Sauza is the second biggest tequila brand in the world behind only Jose Cuervo.
It started in a small distillery, called La Perseverancia, in the town of Tequila in Mexico's Jalisco state. The brand's lineup includes Sauza Signature Blue Silver, Signature Blue Reposado, Conmemorativo Añejo, Gold, Silver, and Cucumber Chili.
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